The creative brief outlines a campaign to promote Airbnb and capture the attention of young backpackers seeking authentic travel experiences. The target audience is adventurous young adults looking to explore new places freely. While Airbnb offers exciting accommodation options globally, uncertainty about inconsistent service is a concern. The campaign will illustrate Airbnb's variety of listing types and emphasize having unique, irreplaceable experiences by staying with locals in their homes. Deliverables include print posters and videos shown in transit locations to inspire travel.
The June 2014 edition of Frisk is themed "Brands to Watch Out For." That’s ‘watch out for’ in a sense of ‘they will become bigger and more prominent,’ rather than ‘careful, it’s flying toward the back of your head,’ obviously.
Inside this issue, Leo Burnett London picked the brains – not literally, that would be awful – of their Planning department and Canvas8, a deep-dive insight network, to see what they thought was hot and next-y.
What's going to happen this year in travel? 2017 will showcase some never-before-seen travel trends to delight every generation of traveler. Trends curated by Creative Lodging Solutions.
Disney Mini Case Study - Kotler, Keller.
Created by - Akshat Srivastava, BITS Pilani Goa Campus during a marketing internship under Prof. Sameer Mathur
The June 2014 edition of Frisk is themed "Brands to Watch Out For." That’s ‘watch out for’ in a sense of ‘they will become bigger and more prominent,’ rather than ‘careful, it’s flying toward the back of your head,’ obviously.
Inside this issue, Leo Burnett London picked the brains – not literally, that would be awful – of their Planning department and Canvas8, a deep-dive insight network, to see what they thought was hot and next-y.
What's going to happen this year in travel? 2017 will showcase some never-before-seen travel trends to delight every generation of traveler. Trends curated by Creative Lodging Solutions.
Disney Mini Case Study - Kotler, Keller.
Created by - Akshat Srivastava, BITS Pilani Goa Campus during a marketing internship under Prof. Sameer Mathur
Content Marketing examples for Travel BusinessesGiuliaPizzimenti
Research made for the the assessment 5,Unit 2 of 'Digital Marketing Diploma'
Three examples of how travel organisations best used content marketing in a unique way.
Sydney's first Bootcamp for Account PlannersLaura Brown
This portfolio is an overview of four separate case studies from the Account Planning Bootcamp at the Miami Ad School in Sydney, Australia.
We worked in teams of account planners and creatives, and each week we were given a client brief to crack. My role as the planner was to write the creative brief, direct the strategy and ideate executions.
You will find many news in this issue of Palladium Magazine. For information regarding our latest offers and news, go to our website www.palladiumhotelgroup.com and subscribe to our newsletter to get the latest updates on the chans´s products, as well as exclusive discounts. Enjoy your stay!
How Social Media Plays A Role Within CompaniesHolly Solomon
How Social Media Plays A Role Within Companies
-Social Media Today
-Examples of Enterprises Using Social Media
-Top Challenges
-Future Social Media Outlook
Content Marketing examples for Travel BusinessesGiuliaPizzimenti
Research made for the the assessment 5,Unit 2 of 'Digital Marketing Diploma'
Three examples of how travel organisations best used content marketing in a unique way.
Sydney's first Bootcamp for Account PlannersLaura Brown
This portfolio is an overview of four separate case studies from the Account Planning Bootcamp at the Miami Ad School in Sydney, Australia.
We worked in teams of account planners and creatives, and each week we were given a client brief to crack. My role as the planner was to write the creative brief, direct the strategy and ideate executions.
You will find many news in this issue of Palladium Magazine. For information regarding our latest offers and news, go to our website www.palladiumhotelgroup.com and subscribe to our newsletter to get the latest updates on the chans´s products, as well as exclusive discounts. Enjoy your stay!
How Social Media Plays A Role Within CompaniesHolly Solomon
How Social Media Plays A Role Within Companies
-Social Media Today
-Examples of Enterprises Using Social Media
-Top Challenges
-Future Social Media Outlook
El cuerpo humano es recorrido interiormente, desde la punta de los pies hasta la cabeza por un líquido rojizo y espeso llamado sangre. La sangre hace este recorrido a través de un sistema de verdaderas “cañerías”, de distinto grosor que se comunican por todo el cuerpo. La fuerza que necesita la sangre para circular se la entrega un motor ubicado casi en el centro del pecho: el corazón, que es una bomba que funciona sin parar un solo segundo.
This is a presentation on collaborative consumption for our course "New Consumer Trends".
Department of Communication, Media and Culture
Instructor: assistant professor Betty Tsakarestou
Team members: Charalampopoulou Stavrianna, Alexiou Melissa, Georgakopoulou Hara and Sapounas Sokratis
A Race to the Bottom: OTAs and the Travel IndustryLongitude73
How can travel industry companies compete with the lower prices of OTAs? By being travel advisors, and not falling into the trap of playing the OTAs’ game.
Earnest Labs hosted the inaugural Brief Encounter. On offer was some wine, some cheese, and the chance to flex that big juicy creative muscle by tacking a brief on how to get more businesses to use Airbnb accommodation on their business trips.
Fashion Journalism - The Travel Post Magazine - Holly Phuong LeHollyPhuongLe
- Created unique and original topic for journalism course
- Photographed, edited, and effectively added to the layout of the magazine
- Wrote travel articles that not only drawn from personal experiences but also practical and relateable to the target market
9 Reasons Why AirBNB Is So Successful... (Public Opinion)Abde Ali Vania
http://bit.ly/2VaJuy8
There is always a question in the mind of people Why AirBNB and business-like AirBNB are getting as much attention as it is getting?
Why people are preferring it over 100’s of years old, and a trusted hotel brand?
Why people are getting ready to stay in the house of an unknown? or why people are letting strangers in their house?
Well, the Internet is a great tool, the answers to all these questions by people could be found within their content itself.
We have created a list of questions and found the most interesting answers from the content uploaded on the internet by the people like you and me.
It will answer two of the biggest questions for startups and entrepreneurs, Why AirBNB is so popular and what makes businesses like AirBNB so successful.
We have understood the business from inside out, so we can help you build an app like Airbnb that will help you replicate the success story of AirBNB for your business.
Check out for AirBNB similar app development http://bit.ly/2VaJuy8
A qualitative market research report that focuses on the lodging competition between Airbnb and hotels. This report provides consumer insights around why travelers prefer one over another and why, and their expectations of each.
The journey before the destination - Analyzing the Traveling Decision Making ...XPLAIN
This is an outline of XPLAIN’s Global Research about Destination Marketing “The Journey Before the Destination”.
For the purpose of this Research we analyzed 80 Million Travelers' Public Conversations and Reviews and 25 Million Travelers' Searches from 71 Countries across the Globe in the last 5 years.
Travelers' Behavior has changed and it’s constantly evolving.
98% of the Global Travel Content is User Generated and the main reasons by far for Travelers to Travel today are to gain Experiences and Escape from their everyday life.
Do you want to know More and Become Better in Destination Marketing? Contact us, we are here to support you.
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Travel.
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
Airbnb is an American based online marketplace company that connects travellers with the local inhabitants of a place who wants to rent their property to earn money. Airbnb provides services to the travellers so that they can get an affordable place and they get a chance to know the local residents of the place.
Read our full Bog : https://www.appsrhino.com/how-airbnb-work-business-model-and-revenue-model/
2. Strategic Issues Analysis (Internal and External) Using the releva.pdfaggarwalenterprises1
2. Strategic Issues Analysis (Internal and External) Using the relevant analytical tools, conduct
an analysis of both the internal and external environment as presented in the case. - Relevant
analytical tools can include PESTEL, SWOT, Stakeholder mapping, Porter's Competitive Forces
Analysis, BCG matrix, strategic capabilities, strategic resource, positioning analysis, etc.
"Nothing is a transaction. Everything is a transformation" (Chesky as cited in Ive, 2015). We are
living in a world which is powered, to a large extent, by a shared economy. To view business as
usual will no longer work. Airbnb's success story, what it has done and achieved, is not just a
celebration of creativity - it is the very definition of game-changer. Company overview Avid
travellers will know Airbnb, an online lodging rental platform. People can become a host on
Airbnb by listing their spare rooms while travellers can search for their holiday locations and
ideal accommodation. Brian Chesky and Joe Gebbia, both graduates of Rhode Island School of
Design, founded AirbedandBreadfast in 2007 to rent out air mattresses and provide breakfast
options in their apartment to visitors attending a design conference in San Francisco. They did so
to pay for their own rental fees. The idea was to offer visitors a way to save some money by not
having to pay prices charged by hotels. A concept totally unheard of in those days, they only
managed to interest three guests. In 2008, they were joined by Nathan Blecharczyk, a computer
engineer trained in Harvard who was also Gebbia's roommate before Chesky. Their initial
intention was to target visitors at large-scale events and conventions, where hotel rooms were
expensive and alternative accommodation was scarce. This effort produced a few thousand
listings in 67 countries. Advertising on Facebook together with email campaigns worked well
during the events. However, revenue dropped to a paltry sum at other times. In 2009, upon
advice from Paul Graham, Founder of start-up incubator Y Combinator, Chesky and Gebbia
went to New York City to gather feedback and learn from their successful hosts. After the visit,
they revamped the website based on the experiences of these hosts and high-quality photographs
of the apartments were added. This was in sharp contrast to the less professional-looking
photographs common on websites such as HomeAway and TripAdvisor. They changed the
company name from Airbedandbreakfast to Airbnb in 2010. The site's offerings were extended
to include the rental of a variety of properties such as entire homes and apartments, private
rooms, castles, boats, manors, treehouses, tipis, igloos and even islands. Business grew steadily
and by 2011, Airbnb raised more than USD 7.2 million and acquired several of its competitors -
Accoleo in 2011 and CrashPadder in 2012. In addition, the company acquired travel guides
NabeWise and Localmind in 2012 which allowed it to provide localised information on various
destinations. By .
2. To capture the attention of backpackers seeking a more authentic traveling experience
Creative Brief
Why are we communicating? To capture the attention of backpackers seeking a more
authentic traveling experience
Who are we talking to? Young adults, with a wanderlust and global curiosity.These individ-
uals are typically college students or young working professionals between the ages of 18 and 30.
They feel the need to travel and explore while they are young and do not have the constraints
of age, a family, a job or simply time.Airbnb wants to speak to those for whom traveling is not
about the tangibles- the key chains and souvenirs brought back as proof of an experience- but
to those who relish the memories and stories as the keepsakes of a meaningful journey.They are
comfortable with the uncertainty and unfamiliarity of new places.These individuals are self-reliant,
resourceful, outgoing, and open-minded.
What’s the problem and opportunity? One problem is that airbnb is relatively new and
still gaining notoriety. However, the main issue is that when people do know about it, airbnb is not
necessarily their immediate choice because of uncertainty regarding the consistency of the service.
The opportunity is to change the negative connotation of uncertainty, to a more positively con-
noted word, like variety.Through our campaign we present the company as an outlet of exciting
options for staying place all across the globe.
What should our communication do? Our communication should illustrate options even
in the most remote of places
What is the strategic idea? Airbnb enables travellers to have an authentic and irreplaceable
experience in the country they’re visiting.
How will we support this idea? Airbnb is an amalgamation of the variety in abodes, hosts,
and local surroundings that will never be identically experienced.
Abodes: a spare room, an entire cottage, a boathouse, a yurt, a small city apartment etc.
Hosts: young working professionals, retired couples, whole families, students etc.
What are the mandatories? Show an abode that you would want to stay in (aka turn the
graphic image into a real photograph of your own)
What are the creative considerations? An image of where someone can be, can inspire
them to go there, and the simplicity of that image can convey the simplicity of making that journey
What are the deliverables? Three print posters for walls and video pieces.
6. The three print ads are meant to inspire
people in moments when they are stuck
somewhere seemingly uninspiring like at a
laundromat waiting for the washing cycle
to end,DMVs across the country,sitting at
an airport terminal waiting for your plane
to land, inside a bus stop waiting for pub-
lic transportation, or even on the back of
bathroom stalls where people wait for...
Well you know. During the holiday season
when people flock to the post office we
would also put up our posters there.
Placement of Print Ads
7. Our wild-card video shows the exhilara-
tion of traveling, and through the chaos of
a train platform the footage builds to the
initial interaction with the travellers’ airb-
nb host. However, the ultimate revelation
is the vision of the Italian mountains that
they are granted because of their remote
accommodations through airbnb.
Wildcard
Our video will play on airplane seatbacks
of the Ryanair and easyJet planes.These
two companies offer extremely cheap, no
frills flights across Europe, which cater
to younger travellers on a budget.The
footage will also be available on airbnb’s
youtube.com channel, where travellers
of the airbnb community can share their
experiences in brief videos that inspire
others to make similar journeys.
8. Trend BoardOur trend board was constructed at the beginning of
the creative process and is very indicative of our initial
positioning of airbnb in: as a part of the backpacking
experience.Though we no longer are taking the brand
in that direction, the free spiritedness of the imag-
es is something we still referred to for inspiration.
11. BrainStorming
Negatives:
-Security/Safety
-Inconsistent service
-Sometimes difficult to reach host/house
-Image of taking business from hotels
-Fraud
Tag lines:
-Welcome Home
-Live like a local
-Welcome mat
-Travel like a local
-Travel Free. Live locally.
-Where will you wake up?
-Man’s house is your castle
-Their home.Your community
Positives:
-Unique Space
-Affordibility
-Meet locals/other travelers
-Get away from typical tourist style
-Part of a community
-Collect stories
-Comfort
Research:94% of people surveyed said their reason
to use airbnb was because they wanted to “live like a
local.”Airbnb is an internationally used social networking
service with over 800,000 listings in 192 countries. It has
eight international offices in addition to its headquarters
in San Fransisco.According to the World Economic Fo-
rum, the company only has 600 employees.Their valua-
tion is $10 billion.
Trigger words:
-Travel
-Adventure
-Wanderlust
-Home
-Community
-Stories
-Memories
-Culture
-Warmth
-Curiosity
-Humans
-Discovery
Primary research:
Experience. Both Brendan Davis and Hannah Sellers have
travelled extensively using airbnb. They have experienced the
company as part of groups, partnerships, and as solo travel-
lers. They have stayed in apartments, spare beds, sheds, cot-
tages, and various other options.
Conversation. Backpacking leads to interactions with other
backpackers who shared with us their personal experiences
with the airbnb service. For example, one friend stayed at a
French family’s apartment in Paris. Another couple we met
stayed in a castle outside of Florence, Italy. All were equally
enthused about sharing their experiences with the service.